Marketing Fails
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Why Content Marketing Fails презентация
Содержание
- 1. Why Content Marketing Fails
- 2. Download this Slide Deck bit.ly/mozcontentfail
- 3. Failure Sucks
- 4. Most Content Efforts Will Fail Spike of hope Flatline of nope
- 5. You’ll Invest with the Best of Intentions
- 6. You’ll Launch with Excitement
- 7. And it Will Suck
- 8. And You Won’t Know Why
- 9. Why Your Content Marketing Will Fail 5 Reasons
- 10. You Believed the Biggest Myth Content Marketing Ever Told the World #1
- 11. We Imagine Content Marketing Works Like This…
- 12. I wonder what this post Kieran tweeted is all about.
- 13. That was an interesting. I should sign
- 14. And I’ll just fill out their contact form with my information….
- 15. Oh! Better not forget to follow all their social profiles while I’m at it.
- 16. You might laugh, but a lot of
- 17. In Reality, It Works Like This: Let’s see what’s on Hacker News… Meh.
- 18. How about Facebook? Oh, right. Baby pictures.
- 19. Let’s try Twitter. Meh.
- 20. Maybe Google+? Actually… This looks kinda interesting.
- 21. After seeing 400+ links I could have
- 22. I wonder why I like this blog
- 23. No magic trick to grow a thicker
- 24. When my lovely wife told me that
- 25. So, naturally, I searched Google: Nope Nope Nope Yes!!
- 26. A Perfect Match!
- 27. Say goodbye bushy handlebars!
- 28. This is How Content Marketing Really Works: Caveman Rand explain.
- 29. This is How Content Marketing Really Works:
- 30. Content marketing not about convert 1st visit.
- 31. Content marketing about earning familiarity, trust, and relationship.
- 32. Maybe sale come. Maybe not. Smart cave
- 33. The Obligation Rests on Marketers to Set the Right Expectations with Our Teams & Clients
- 34. You Made Content Without a Community #2
- 35. Does Content Spread Simply Because It’s Really,
- 36. OK, Probably Not Ha! That’s a good one, Rand!
- 37. In My Experience, Content Spreads Because It Inspires a Community
- 38. It Reinforces a Belief
- 39. Refutes an Opposing Argument
- 40. Starts (or Renews) a Passionate Discussion
- 41. Is in Someone’s Financial/Promotional Interests
- 42. Leverages Group Inclusion Dynamics
- 43. Makes the Sharer Look Smart/Important/Worldly/Etc
- 44. “Good Enough” Content Often Performs Well when a Community Is Behind It
- 45. Only the Best 0.1% of Content Can Go “Viral” without a Pre-existing Community
- 46. Don’t Bet Your Marketing on Being the 1 in 1,000
- 47. Before you create content, ask the question:
- 48. You Invested in Content Creation, But Not in its Amplification #3
- 49. Content Must Reach People in Order to Reach Its Potential
- 50. Channels for Reaching the Right People Depend on Your Audience
- 51. Most Amplification Methods Fall Into These Three Buckets: Broadcast 1:1 Paid Promotion
- 52. 1) Broadcast (often via Social Media, Email, or through Events)
- 53. 2) 1:1 Outreach (via Social, Email, or In-Person)
- 54. 3) Paid Amplification (many varieties)
- 55. A Process to Uncover Opportunities: STEP 1: Find Successful Content in Your Niche
- 56. STEP 2(a): Find Where It’s Being Shared http://buzzsumo.com
- 57. STEP 2(b): Go Beyond Social Networks Google Search and https://freshwebexplorer.moz.com/
- 58. STEP 2(c): Find Who’s Doing the Sharing http://www.blindfiveyearold.com/ripples-bookmarklet
- 59. STEP 2(c): Find Who’s Doing the Sharing http://buzzsumo.com
- 60. STEP 3: Identify What They’re Doing Right,
- 61. Don’t Make Your Sharing Just About You – Be Generous & Help Others Via Contently
- 62. Think of Each Channel Like a Muscle to Be Flexed & Strengthened Regularly
- 63. You Ignored Content’s Most Powerful Channel: SEO #4
- 64. Google Search Has Grown Massively ~6 Billion Searches/Day! http://www.statisticbrain.com/google-searches/
- 65. While Search Traffic is Distributed, Social is Highly Concentrated http://www.simplereach.com/blog/facebook-continues-to-be-the-biggest-driver-of-social-traffic/
- 66. You Might Have Seen Re/Code & Buzzfeed Claiming Google Search Traffic Was Dead http://recode.net/2014/02/02/the-year-facebook-blew-past-google/
- 67. Here’s Define Media Group refuting that with
- 68. SEO is Also Critical Because of Intent “Do things” mode “Browse” mode
- 69. When Done Right, Content Marketing is the
- 70. When Done Right, Content Marketing is the
- 71. At the Very Least, Do Your Keyword
- 72. At the Very Least, Do Your Keyword
- 73. Better Yet – Gain a Deep Understanding
- 74. You Gave Up Way Too Soon #5
- 75. The 0.1% Always Look Like Overnight Successes
- 76. In Reality, It Looks More Like This: Geraldine’s Travel Blog: http://everywhereist.com
- 77. Geraldine started her blog in 2009 In Reality, It Looks More Like This:
- 78. For 2 years, she never broke 100 visits/day. In Reality, It Looks More Like This:
- 79. Then she had a few posts get
- 80. But traffic fell back down soon after. In Reality, It Looks More Like This:
- 81. This is where most people give up. In Reality, It Looks More Like This:
- 82. These days, she gets 100,000+ visits each month In Reality, It Looks More Like This:
- 83. The Price of Success is Failure after
- 84. Why Content Marketing Fails Rand Fishkin, Wizard
Download this Slide Deck bit.ly/mozcontentfail
Слайд 11We Imagine Content Marketing Works Like This…
Let’s go see what’s on
the Internet today, shall we?
Слайд 16You might laugh, but a lot of companies invest in content
marketing on the assumption that this is how it works!
Me make content.
Humans click.
Them buy. Me get money.
Слайд 21After seeing 400+ links I could have clicked, I finally chose
this one. It’s a good article, and this example, naturally, resonated ☺
Слайд 22I wonder why I like this blog so much?
About a week
later, I caught a link to Beardbrand’s blog.
Слайд 23No magic trick to grow a thicker beard?! Dammit!
I’d followed them
on Google+, so I watched this video they shared, too.
Слайд 24When my lovely wife told me that I might need to
look into some mustache wax, I thought of Beardbrand. But I couldn’t remember their name!
Lovely Wife
Imminent need for mustache wax
Who were those guys that made the cool beard stuff?
Слайд 29This is How Content Marketing Really Works:
Me Make Content.
Humans click.
If them
like, them remember.
Maybe them see more content I make. Visit again.
Me build trust, relationship with humans.
When them need me product, them come back.
Слайд 30Content marketing not about convert 1st visit. Or 2nd. Or 3rd.
Only foolish humans think it work like this.
Слайд 32Maybe sale come. Maybe not. Smart cave marketer no care. Smart
cave marketer know every visit chance to build relationship. Maybe earn fan. That good enough.
Слайд 35Does Content Spread Simply Because It’s Really, Really Good?
If this content’s
really good, it’ll just spread “virally,” right guys?
Слайд 47Before you create content, ask the question: “Who will support &
amplify this content and why?”
Слайд 60STEP 3: Identify What They’re Doing Right, and What They’re Missing
Out On
Data via Followerwonk
Слайд 64Google Search Has Grown Massively
~6 Billion Searches/Day!
http://www.statisticbrain.com/google-searches/
Слайд 65While Search Traffic is Distributed, Social is Highly Concentrated
http://www.simplereach.com/blog/facebook-continues-to-be-the-biggest-driver-of-social-traffic/
Слайд 66You Might Have Seen Re/Code & Buzzfeed Claiming Google Search Traffic
Was Dead
http://recode.net/2014/02/02/the-year-facebook-blew-past-google/
Слайд 67Here’s Define Media Group refuting that with data from 87 publishers
& 48 billion pageviews
http://www.definemg.com/hey-buzzfeed-search-traffic-is-doing-just-fine/
Слайд 69When Done Right, Content Marketing is the Rising Tide that Lifts
the SEO Ships
Without content marketing, it’s incredibly hard to earn the types of links that will confer domain authority & rankings in search engines.
Слайд 70When Done Right, Content Marketing is the Rising Tide that Lifts
the SEO Ships
But as content on a site earns links, it helps every other page on that domain rank better in the search engines, lifting the tide!
Слайд 71At the Very Least, Do Your Keyword Research
Be aware that AdWords
may not show you all the relevant keywords:
http://moz.com/blog/be-careful-using-adwords-for-keyword-research
http://moz.com/blog/be-careful-using-adwords-for-keyword-research
Слайд 72At the Very Least, Do Your Keyword Research
Use Google’s Search Suggest
(just start typing and don’t hit enter!) or the UberSuggest tool
Слайд 73Better Yet – Gain a Deep Understanding of How SEO &
Content Work Together
4 Posts I’d Recommend:
The Convergence of SEO & Content Marketing
Link Building vs. Content Marketing
How to Build a Content Marketing Strategy
Build & Operate a Content Marketing Machine
Слайд 83The Price of Success is Failure after Failure after Failure
* Hopefully,
each of those failures provides an opportunity to learn.
*
Слайд 84Why Content Marketing Fails
Rand Fishkin, Wizard of Moz | @randfish |
rand@moz.com
bit.ly/mozcontentfail
